Powerful catalyst: subsidy's impact on rural household green electricity purchase

This study examined purchase intention of customer to adopt green energy in rural area of Uttar Pradesh for agriculture or household works. This is an important empirical research that aimed to identify those determinants, which is generally used for every customer. This study is supported by theoretical background like theory of planned behaviour (TPB), theory acceptance model (TAM), the unified theory of acceptance and use of technology (UTAUT model), theory of reasoned action (TRA), etc., which never defined customer intention according to location, situation and activity base prospect (prospect are presented base on loss and profit). This study concludes of eight variables which take different theoretical prospective and implement on rural customer. Researchers have collected more than 300 valid replies. The findings indicate that perceived benefits; PB; hedonic motivation; HM; influence customer attitude, CA; among other aspects.